Does this exclamation sound familiar? If so, it's probably because it was originally uttered by Sarah Jessica Parker, who played Carrie Bradshaw in Sex and the City. This quote seems more than justified when you consider that the Baguette is considered the mother of all it-bags. It enriched the world of fashion with its unique shape and created unprecedented hype. Now, let's take a look at the success story of Fendi's most famous design.

In 1997, Silvia Venturini Fendi — the granddaughter of Adele and Edoardo Fendi, founders of the Italian luxury label — created the Baguette with Karl Lagerfeld as creative director. In fact, the name of the bag refers to the typical French pastry because Silvia wanted to create a bag that could be worn under the arm as easily as the French wear their baguettes under their arms after visiting the local bakery in the morning. The Baguette was also quite unusual as the '90s were dominated by totes. Fendi released the bag in various designs and styles, but it always featured the brand's iconic FF Zucca logo clasp, designed by Lagerfeld in 1965. With the early 2000s being the age of logomania, the bag became an instant favorite as a status symbol. However, the Baguette's real breakthrough came in the late '90s when Sarah Jessica Parker brought it to the big screen as Carrie Bradshaw in Sex and the City. Carrie first wore the Baguette in Season 3 after her bright purple sequined bag was stolen. From then on, the distinctive Fendi accessory became one of Carrie's signature pieces, and she wore it in various versions throughout the series. In fact, Fendi was one of the first fashion houses to lend pieces to the show's costume designer, Patricia Field. "Once Fendi loaned us items, everyone was willing to," Fields said, underscoring the success the Italian fashion label gained from its new reach. When the series was rebooted in 2022, the baguette once again stole the show. In episode three, Carrie wore her famous shimmering purple Baguette. Then, in episode nine, she was seen with a limited-edition Baguette, which was an eye-catcher with its fuchsia palette, 3D pink sequins, and burgundy leather straps. Following the premiere of the second season, Boohoo reported that Pinterest searches for the Fendi Baguette increased by 170 percent.

Yet, the success story of the Baguette wasn't entirely linear. It gained so much recognition that many other brands imitated it, causing its popularity to decline. Fendi even discontinued the Baguette as a result. Then, in 2019, the iconic design made a comeback. To celebrate its return, the Italian fashion house created the #BaguetteFriendsForever campaign consisting of three short films that celebrate friendship and the lightness that the bag embodies. Venturini Fendi told WWD: "The Baguette never really went away and [...] [over] time it has become a classic." She was right. The bag is truly timeless and fits the aesthetic of different generations and styles, from young to old.

Three years later, in 2022, the Fendi Baguette celebrated its 25th anniversary at New York Fashion Week. It was the first show ever dedicated to a single luxury bag. The collection was presented in collaboration with designers and visionaries, including Marc Jacobs and Sarah Jessica Parker. Each designer reinterpreted the inimitable design of the Italian fashion house in their own way, incorporating their distinctive style. Tiffany & Co. created a version in their signature soft, elegant turquoise bearing the jewelry brand's iconic "Return to Tiffany" tag. The result is a harmonious, timeless, elegant fashion piece that combines the style codes of two luxury brands.

Since its invention, the Baguette has been reinterpreted in every conceivable way, with more than 1000 variations. Yet, this iconic piece never loses its distinctiveness, timelessness, or incomparable allure. As Venturini Fendi puts it: " The Baguette is like a best friend that never leaves your side, it changes as the time change, taking on new identities and expressions, but they all embody the Fendi DNA." Perhaps that's the Baguette's greatest secret: a bag that comes in so many styles yet appeals to all generations, always embodying creativity and craftsmanship.